“Has your reach been tanking lately too?”

Kat is also a content creator in the fashion space, and whenever I see her we compare notes on what’s working on our social platforms. For weeks she’d been watching her metrics plummet and she was starting to panic that everything she’d worked so hard for – the audience, community, the affiliate income - was slipping away.

And yes, I told her, as a matter of fact, my Instagram reach had been tanking. In fact, it had gotten so bad that I’d recently checked my insights to make sure I wasn’t in violation of any Meta guidelines. It was annoying, I agreed, but kind of shrugged it off.

Surprised by my reaction, she suggested that maybe the dip wasn't worrying me because I'd seen so many of them as a business owner. After 20 years of building through ups and downs, I know not to spiral when something stops working. Instead I’m already thinking about what move I want to make next.

She was actually spot on. One of my mantras is: the only constant is change. It often feels like every time you get the hang of a new platform, the reward is another one to figure out. Once you master Twitter, you need to learn IG just to have to get up to speed on TikTok. Years of weathering business cycles had prepared me for exactly this kind of moment.

But I understood exactly how Kat was feeling. There was a time when I wasn’t quite so grounded…

The Morning the Store Was Empty

For years before I opened Sprinkles, everyone around me had told me it would never work. And as passionate as I was about my idea, there was always another voice in the back of my mind keeping me in check. The one that said - Who are you to chase your dreams? How dare you believe this crazy idea could work?? It was a voice that had absorbed all those years of warnings and was now in charge of managing my lofty expectations.

Once we opened our doors and were met with lines around the block, that voice didn’t go away. If anything, it got louder. My dream was actually coming true and that felt too good to be true. Every day at the bakery, instead of enjoying the line out the door, I was waiting for the other shoe to drop. It felt like a persistent low-grade dread.

And then one morning - crickets. The line that usually snaked down the block had trickled down to a few stragglers.

I KNEW IT! I knew it was too good to be true. Every fear I’d been carrying, every warning from every doubter, every quiet moment of dread - all of it validated. The dream was over.

I called my husband, my voice of reason, who calmly explained to me that it was a Jewish holiday where a large part of our neighborhood was fasting. Nobody was coming for a cupcake that day because they weren’t supposed to be eating - at all! That’s it.

Crisis averted - for now. But that feeling never really went away. Every slow Tuesday or dip in sales I was bracing for the bottom to drop out all over again. The paranoia didn’t disappear as I built - I just learned to function alongside it.

“The crisis was never anything more than the story I was already telling myself.”

Twenty years later, watching Kat in that salon chair, I recognized the same fear - convinced everything she’d built was for nothing.

And to be fair, she wasn’t wrong to be worried. Things outside your control do shift. The algorithm changes, suppliers vanish, channels dry up. But your job isn’t to keep any one thing working forever - it’s to know whether you’re looking at an anomaly or a real shift, and then react accordingly.

The numbers might look soft at the store this week, but a glance at industry trends could confirm you’re right in line with everyone else - high gas prices causing a pullback on discretionary spending. That’s an anomaly. People will spend again when conditions shift. But it could also be something more lasting - the uptick in GLP-1s isn’t going away next month or next year, and it’s time to start programming for the new change in behavior.

Knowing which one you’re in is the difference between waiting it out and rebuilding the menu.

Either way, it’s important to keep your head. Here’s how I keep mine:

1. Separate the data from the story. When something dips, write down what you actually see - not what you fear it means. Reach is down 40%. Sales are off 12% for the week. The store was empty between 10 and 2 on a Tuesday. Get the facts on paper before you let yourself interpret them. Most spirals happen in the gap between observation and interpretation, and that gap is where your worst instincts live. The single most useful question I can ask myself in those moments is what would a stranger conclude from this data? - because a stranger doesn’t have my fear, or my running narrative about whether I deserve any of this.

2. Ask what else is going on. The empty bakery had a holiday underneath it. The reach drop has a platform shift underneath it. Almost every dip has a context that the catastrophizing voice in your head conveniently leaves out. Before you decide your career is ending, check what the rest of the industry is doing, what’s on the calendar, what’s happening in the news. Talk to other people in your space for context. When Kat and I realized this was happening to both of us at once, it gave us some relief. It wasn’t that our content needed a complete revamp - it was something bigger and more systemic than our last few reels. It’s reassuring to find out that others are grappling with the same thing you are.

3. Don’t make decisions from a place of fear. The feeling that everything is collapsing is just that - a feeling. It’s not a read on what’s actually happening, and it’s definitely not a plan. Making decisions from a place of fear or weakness will never serve you. When you operate from that place, you do less, not more. You wait it out instead of taking action to work through it. And that hesitation almost always costs more than the original problem ever would. The foundation you’ve built is still there underneath the panic. You just have to remember to look at it.

“That hesitation almost always costs more than the original problem ever would.”

So if you’re sitting in a moment where something that used to work has stopped working, and you’re convinced this is the one - this is the time the door closes for good - consider that it might just be a “fasting” day. Tomorrow morning the line might be longer than ever.

But even if it’s not - even if this is a permanent shift - the work you’ve put in doesn’t disappear with the metrics. You may lose some of the spoils, but the lessons come with you.

As for me - my Instagram is still down. I’m working on what to do about it. But I’m not panicking.

XO,

candace

P.S. It's my birthday today. If you've got a second, come find me on Instagram - a follow, a like or a comment would be the best birthday gift you can give me.

As Tini and I filmed TikTok trends (here and here )between bites of pizza, I found myself thinking about all the partnerships I’ve built over the past twenty years. So much has changed - the platforms, the formats, the pace - and yet so much has stayed the same. If you’re feeling overwhelmed trying to keep up with every new marketing channel and tool, here’s something that might actually be a relief: some of the best marketing moves never go out of style.

You Don’t Have to Be Big to Think Big

Pizzana isn’t a national brand. We have eight locations across LA, Dallas, and Houston, and we’re still very much a regional player. And yet a partnership we built generated national press, was picked up by major food media, and introduced us to an entirely new audience of millions.

A lot of founders treat collaborations as something you earn later, after you’ve scaled or landed the big retail deal or finally feel “ready.” That’s backwards. Collabs aren’t a reward for making it; they’re one of the tools that help you get there. They’re how you tap into a new audience without spending a dollar on ads, how you borrow a little credibility while you’re still building your own, and how you make a small business feel bigger than its current footprint.

Where It Started

Long before “influencer marketing” was even a term, Sprinkles was doing it. We created celebrity cupcakes with Kerry Washington, Drew Barrymore, and Jessica Alba - each tied to someone with a genuine following, available for a limited time in our stores. Their fans didn’t just double-tap a post and move on; they showed up in person, sometimes in lines that wrapped around the block, to buy a cupcake with their favorite celebrity’s name on it.

The same playbook worked when the partner was another business. When Sara Happ - the founder of the lip scrub line - came to us about doing a red velvet lip scrub collab, the result was two of our customers’ favorite indulgences combined into one little pot they could carry in their purse. The collab was a smash success - it landed us local press, sold out almost immediately, and Sara still tells me to this day how much business it drove for her brand.

What we were really doing in both cases was giving those audiences a tangible experience they could be part of rather than watch from a screen. That insight has stayed with me in every business I’ve built since.

Our Pizzana Partnerships

At Pizzana, we’ve built partnerships into an ongoing program. The list keeps growing - from a Winter Crunch salad with a BeeKeepers Naturals honey dressing, to a pasta with The Pasta Queen, to a Molly Baz sandwich featuring her Ayoh! mayo, and now Tini Younger’s Mac n Cheese pizza with proceeds benefiting No Kid Hungry.

Each one gives both audiences a reason to show up somewhere new. The best collabs are genuinely more than the sum of their parts.

What Makes a Partnership Actually Work

A few things I’d put in your back pocket before your next pitch:

1. The warmest collab is almost always already in your orbit.

The Tini partnership didn’t come out of nowhere. She’d been on Next Level Chef, I’d been a judge on Next Level Baker, and we share the Gordon Ramsay universe. There was a thread there long before anyone reached out. The next time you’re tempted to send a cold pitch to someone you’ve never met, look at your existing network first - the warmest opportunity you can land is usually one or two real connections away.

2. Look for audiences that are adjacent, not identical.

The best collaborator isn’t a bigger version of you. It’s someone whose audience is one step over from yours - close enough that the overlap makes sense, different enough that you’re genuinely opening a door for both communities. Reach matters, of course - that’s not nothing - but reach alone isn’t a strategy. If your audiences look exactly the same, you aren’t expanding your table; you’re just rearranging the chairs.

3. Make a real product, not just a paid post.

A sponsored post is something the creator says about you. A collab is something you make together that has its own reason to exist. Before you sign anything, ask yourself the question that cuts through every bad partnership pitch: if I took the creator’s name off this, would there still be a reason for it to exist? If the answer is no, you’re not collaborating - you’re advertising.

4. Name what you actually bring to the table.

This is the one most founders miss completely. If you have a physical product, a real shelf, a brick-and-mortar space, or a deeply engaged niche audience, you have something a 12-million-follower creator doesn’t - a place where their digital community can have a real, tangible experience. That isn’t a favor you’re asking for; it’s an asset you’re offering, and leading with it changes the entire shape of the conversation.

The question worth asking before your next pitch isn’t who can I get on board? but what would we make together that wouldn’t exist otherwise? If you can answer that one honestly, the rest of the collab strategy mostly takes care of itself.

Tini’s Mac & Cheese Pizza is at every Pizzana location in LA, Dallas, and Houston for a limited time, with proceeds going to No Kid Hungry. If you make it in, take a picture and tag me @candacenelson - I love seeing where these collabs end up. 🍕

XO,

candace

P.S. What I’m Reading

Two books on my nightstand right now that you should pick up too:

• Bounce Forward: 21 Tools to Live a Life Beyond Limits by Amy Purdy - Amy lost both legs to meningitis at 19 and went on to become a three-time Paralympic medalist. This is her playbook for what it actually takes to keep moving forward when life forces you to start over.

• The Power of Real Optimism by Dr. Deepika Chopra - A science-backed case for staying open, curious, and resilient when things get hard - from the doctor who’s spent her career studying what optimism really is (and isn’t).

Not in the way you plan for. In the way that only the internet can deliver - completely sideways, totally unscripted, and honestly kind of amazing.

It started with a comment on a video about Pizzana’s Cacio Club loyalty app, of all things. Someone commented that they loved Pizzana, but hated our wine glasses. That comment quickly rose to the top of the pack. Over the next few days as that video continued to build momentum, something remarkable happened - thousands of our customers and thousands more people who have never even set foot in a Pizzana, started showing up to debate the merits of our stemware. What makes an acceptable vessel for wine, or an unacceptable one. Whether a stem is a right or a privilege. If the glass makes the wine or the wine makes the glass.

I am not exaggerating when I say it became a national debate.

And here’s what I love about it: there was so much value in those comments. Real, honest, unfiltered customer feedback that I never would have gotten from a survey or a focus group. As someone who has always believed in looking for trends - not reacting to every single piece of feedback, but watching for patterns - this was not a trend. This was a tsunami.

The part that really made my ears perk up? People telling me they were avoiding ordering wine at Pizzana because of the glasses. As anyone in the restaurant business knows, alcohol sales are everything. When customers are opting out of wine because of the vessel it comes in, that’s worth paying attention to.

What I also realized, reading through comment after comment, was that I had done a terrible job of telling the story behind our glassware. We chose our wine glasses intentionally. Pizzana is an Italian-inspired concept, and the vision was always to replicate that bodega or cafe feeling you get in Italy - casual, unpretentious, wine poured straight from the bottle into a simple glass. We wanted it to feel like you were sitting at a little table somewhere in Naples, not at a formal tasting.

When I explained that, something shifted. I watched people go from “she clearly knows nothing about wine” to “oooooh, I get it.” A few vocal critics became converts. That moment reminded me how much storytelling matters. Not just for marketing, but for creating context around every decision you make as a founder. If people don’t understand the why, they’ll fill in the blank themselves, and they won’t always fill it in kindly.

Of course, not everyone was moved by the Italian bodega vision. There is a very passionate, very vocal contingent of people who will not drink wine without a stem and consider the stemless glass a personal affront. I respect the commitment.

And then - just when I thought I had a read on the room - the supporters arrived. “We love those glasses, don’t change a thing.” “All the coolest restaurants in Brooklyn have those.” Which, as someone who has spent time innovating in a space where being early often means being misunderstood, I found deeply gratifying and a reminder that taking the unexpected path often comes with friction.

So here I am. A week ago wine glasses were not on my radar. Now I am poring through catalogs, debating stem widths and goblet sizes, and having conversations with my team that I genuinely did not see coming. We are in full analysis mode.

This is the beauty of being a forward-facing founder. When you keep the channels open - when you actually show up, read the comments, engage with your customers - you get information that you cannot buy. Sometimes it’s hard to hear. Sometimes it sends you down a rabbit hole of Riedel versus Zalto debates at midnight. But it is always worth it.

The customers who care enough to tell you what they think are the ones who want you to get it right. That’s not noise - that’s information. And if you’re paying attention, it can change things — sometimes in ways you never expected, like reconsidering a design choice you thought was settled, or realizing you’ve been sitting on a story you forgot to tell.

More updates on the great Pizzana wine glass decision to come. In the meantime - stem or no stem? I genuinely want to know.

XO,

candace

P.S. I've been thinking about bringing some video content to Substack - conversations with some of the remarkable female founders in my world. Would that be something you'd want to see? And if so, are there particular topics or even specific people you'd love to hear from? Reply and let me know - I read every response.

My 15-year-old looked at me and said, “Mom, I’ve literally never heard you swear this much.”

Then he added, carefully: “And you’re doing a lot of aggressive sighing.”

He was right. I was angry and I was fragile. And every few minutes, I’d take a deep, gut-expanding inhale, trying to calm my rattled nervous system.

In my last Substack, I wrote about Sprinkles closing. And I promised you more. I’m the kind of person who wants to pull a lesson out of everything and teach it forward. But I’m not writing this from the other side of it yet. I’m still very much in it.

The last few weeks have felt like living in two realities at once. There’s the public version of Sprinkles’ sudden closure - national headlines (NYT, LA Times, People, Forbes, Fast Company), online tributes, comments and anger, customers and employees grieving in real time. And then the private version, happening in the background of my actual life between meetings and school pickups… the shock, the sighs, the swearing (not a proud mom moment), and the unbelievable beauty and joy too.

The very best part has been watching the collective celebration of life that has coalesced around Sprinkles.

I’ve always believed in the power of a cupcake to bring people together - it was my mission from day one - and it’s still true today.

The Sprinkles community runs strong, deep, and wide. It’s the kind of community that brands spend years and millions of dollars chasing or trying to manufacture - the holy grail of brand building. And we had it. I think that’s why this has felt so intense - you don’t get this level of emotion unless something was truly loved.

I asked for people to share their stories, and they answered my call. My DMs have been overflowing with stories of proposals, gender reveals and late-night Cupcake ATM runs that turned into traditions. Someone told me Sprinkles became “birthday cupcakes, bad-day cupcakes, graduation cupcakes…and the cupcake I ate when my dad died.” People wrote about carrying cupcakes across the country - across the world - like fragile artifacts. Someone reminded me of when Kobe Bryant, a regular customer, came into the Newport Beach store and bought cupcakes for everyone waiting in line. The stories go on and on.

It’s felt like opening an incredibly personal box of old photos and getting hit with a type of nostalgia that cracks you wide open. It was a time in my life full of firsts - the first line out the door, the first press hit, the first celebrity customer, the first hire, surviving the first holiday season with a team that felt like family. And just like a first love, it’s all burned into my memory in bold detail. But like any beautiful memory, it has been buried over time under the day-to-day demands of life. These past few weeks have seen it all crashing back at once.

When you’re a founder in the trenches - making sure cupcakes (or now pizzas) are made and delivered into the right hands - you don’t typically have the luxury of checking in on whether you’re also delivering on your greater mission. You’re thinking about staffing, quality, inventory, payroll, and whether you’re going to make it through the weekend rush without some new disaster popping up. You’re not walking around thinking, this is going to become part of someone’s personal history. Being able to witness the stream of memories, stories, and tributes has been a rare and beautiful button on what we built.

Even if the physical form of the company has been altered… the thing I set out to create did what I hoped it would do. It became a joyful part of people’s lives.

That doesn’t make the ending easier. I wish it did. Watching something you built with that much care close abruptly is still brutal, and the senseless way it happened - fast, with employees let go without notice - was deeply disrespectful.

And then the internet did what it does best - flatten complex stories into one-note, black-and-white narratives. Sprinkles became shorthand for a bigger conversation: private equity, capitalism, what happens when beloved brands stop being cared for and start being treated like a commodity. There was so much rage at the system.

I understand why people were angry. I’m angry too.

And then it turned on me. The PE company that made the decision to close Sprinkles’ doors stayed completely silent - no statement, no context, no acknowledgement. On top of that, they took Sprinkles’ website offline and pulled its social media accounts down, and suddenly I was the only person people could direct their emotion toward, thirteen years after I sold the company and stepped away. The backlash went viral fast - the TikTok video I posted, still in shock about Sprinkles’ sudden closure, hit 7.7 million views and pulled in over 10,000 comments. It’s hard to explain what it feels like to mourn something privately while being pulled onto a public firing squad. I’ve been in business a long time, I’m not new to criticism, but there’s something uniquely brutal about being attacked while you’re already grieving.

And then (of course!) I started to wonder… what if I tried to buy it back? Customers and employees were begging me to. Some privately. Many publicly. And then the wildest part: Sprinkles customers and followers of mine started coming out of the woodwork offering to help me raise money - committing hundreds of thousands of dollars, bringing in other investors, even one of the most recognizable names in the business world reached out saying, “If you want to do this, I’ll help.”

For a moment, I let myself imagine it - not in a calm, rational way - but as a very human reaction to wanting to save something you love.

I don’t know what happens next.

What I do know is this: Sprinkles was an incredible business. It mattered to a lot of people. And it deserves to live on.

In the meantime, I wanted to do one small thing that feels right. A tribute. A love letter to the community that made Sprinkles what it was. I’ve always believed cake makes everything better, so starting later this week, we’re serving my Red Velvet cake at Pizzana Brentwood for a limited time - and it’ll roll out to all Pizzana locations throughout February.

Red velvet was always our most iconic flavor at Sprinkles. We were actually credited with helping turn it into a nationwide craze. And the funny part is, in those early days, most people in Los Angeles walking into Sprinkles had never even heard of the flavor. They’d point at the case and ask for “the red cupcake.” Or my personal favorite: “the red carpet cupcake.”

But sure enough… it took on a life of its own. No matter where Sprinkles opened throughout the country, Red Velvet became the bestselling cupcake.

So make sure you’re following @pizzana for the full announcement. And come grab a slice of my Red Velvet cake at Pizzana Brentwood and relive a favorite Sprinkles memory.

XO,

candace

Sprinkles, the company I founded in 2005 and sold in 2012, has closed its doors. I have no ownership or operational involvement in the company. But that doesn’t change how I feel. I’m devastated.

I learned just before it happened, from someone in the company who simply said, “I thought you should know.”

But I didn’t truly know until that morning, when customer videos started circulating online - people filming outside stores, sharing the rumors, capturing the final day in real time. And then I learned something else that has been incredibly difficult to bear: employees were let go with no notice, and no severance. It’s just so wrong.

This isn’t the Sprinkles I knew.

A few months ago, we hosted our Sprinkles 20-year reunion. Bakers, managers, drivers, and cupcake associates from around the country came together to share memories of the early years - the late nights, the adrenaline, the laughter. The culture we built during my husband’s and my tenure was something special. We cared deeply. We tried to do things the right way.

Since that morning, I’ve been trying to understand how something that was once so alive could be gone in a single day. And everywhere I look online, it’s a Sprinkles memorial - thousands of tributes set to soulful music. People sharing their baby’s first Sprinkles. Message boxes. Proposals. Weddings. Birthdays. Dog parties. Gender reveals. And, disbelief: customers banging on locked bakery doors, staring at the last cupcakes sitting inside ATMs that are no longer operational - like a cruel prank.

And the messages… “The end of an era.” “Thank you for the memories.” “I’m not okay.” “How can I survive without red velvet?”

There were messages about cupcakes being a comfort after a miscarriage. A celebration after chemo. A prison full of men going quiet as they took their first bites of a Sprinkles cupcake.

A customer in Arizona told me that for seven years - no exceptions - he and his wife drove nearly two hours every single Friday to the Scottsdale store because it had become their tradition. He asked if there was any way he could buy the round, lit-up Sprinkles sign to hang in their home as a memory.

Another customer wrote: “Heartbroken doesn’t seem to cut it,” and shared a story of accidentally entering the wrong house number for a delivery and going on a mission to retrieve the lost cupcakes: the woman who answered the door didn’t speak English, a translator had to get involved… but the cupcakes were ultimately recovered “like priceless artifacts.”

You don’t get a reaction like this unless something mattered.
A brand doesn’t become a touchstone in people’s lives by accident.
I don’t know what happens next — but I do know Sprinkles touched a lot of hearts.

I founded Sprinkles in 2005, with a KitchenAid mixer and a dream to reinvent the cupcake. I was obsessed with every detail - the swirl, the dot, the slant of the cupcake display, the feeling you got when you walked into the store. It was love at first bite for so many, and we became known for lines out the door. Over eight years, my husband and I built a profitable business with legions of fans, scaled to ten locations across the country, and invented the Cupcake ATM.

But running a national retail business is grueling. As first-time founders, my husband and I had grown the business as far as we thought we could. We wanted leadership with deeper operational expertise and industry connections to take it into its next stage of growth. I wanted more time with my young family. And so, in 2012, we made the decision to sell.

On paper, that sounds simple. Emotionally, it wasn’t.

I’ve been very open about how unexpectedly difficult that sale was for me - the disentangling, the unmooring, the surreal feeling of watching your creation take turns you know are wrong, and being powerless to stop it. I wrote about those feelings in my book, Sweet Success. I’ve spoken about them on podcasts and on stages. I wrote an article for Inc. Magazine about it last year.

It’s been 13 years. I have built other businesses, invested in and mentored other new founders, written books, and raised my family. And still, people come to me for Sprinkles answers. Over the years it’s been questions like: Why did you discontinue chocolate marshmallow? Can you help me with this order? This week it was: Why are you closing? Will someone buy it? Will it come back in some form?

I wish I had answers. I don’t.

It’s not my company anymore and I’m mourning the loss alongside so many of you.

There are so many lessons in this ending and there is so much more I want to say. But for now, I just want to say thank you. Thank you to those of you who shared in the Sprinkles love. Thank you to those of you who shared a memory, a photo, and a kind word. It means more than you know.

I’m walking into 2026 with a heavy heart - and with gratitude. Because you don’t get to build a meaningful life, or a meaningful business, without living through the hard chapters. If I’m going to talk about resilience and reinvention, I have to live it too. So I’ll keep showing up - creating, building, leading, and telling the truth about what the entrepreneurial experience really is, even when it hurts.

XO,

candace

For years, my life was split between two things: frosting cupcakes and judging them. Cupcake Wars, Sugar Rush, spots on Masterchef, Top Chef Kids… it was a wild chapter, and one I’ll always be grateful for.

But the truth is, that’s no longer the world I live in every day.

Today, my world is entrepreneurship, brand building, mentorship, and investing.

So when the call came inviting me to join Next Level Baker, a Gordon Ramsay holiday special filming in Ireland, my first reaction was: “Wait… baking TV? Again?” It wasn’t an obvious yes. It wasn’t even an easy yes. But it ended up being a yes.

Here’s why:

You can outgrow a chapter and still honor what it gave you

For many of you, Cupcake Wars was our introduction. That show helped people discover Sprinkles and gave me a platform to tell the story of a national bakery chain that I started out of my tiny home kitchen.

That era shaped me. It opened doors. Even though I’ve grown beyond being “the cupcake lady,” that chapter is still an important part of my story. Saying yes to Next Level Baker felt like a chance to reconnect with the people who cheered for me from the very beginning.

Going back to an earlier version of yourself reminds you of how far you’ve come

One of the most meaningful parts of Next Level Baker was the opportunity to mentor home bakers who are where I once was: in their home kitchens, pursuing their passion around the job that pays the bills, wondering if something bigger is possible. I remember that season vividly - baking at odd hours, scraping together ingredients, trying to convince myself there was something to this wild idea. Coming back as a mentor meant standing in that same world again, but this time with the perspective of the business leader I’ve become.

Sometimes an opportunity is a bridge, not a destination

Was this project perfectly aligned with where I’m heading? Maybe not. But it still held value.

Visibility keeps you in the cultural conversation and keeps you relevant. It introduces you to new people and reminds longtime viewers that you’re still building, creating, and evolving. One of my friends once jokingly told me “The only thing worse than being on TV… is not being on TV.” It made me laugh, but there’s real truth to it. People can’t cheer you on if they can’t see you.

This wasn’t a strategic master plan. It was a bridge - something that could lead to new conversations and opportunities.

You Can Never Predict Exactly What You’ll Take Away From a New Experience

Most people assume I came home with new frosting techniques. I didn’t.

What I did come home with were leadership lessons. Gordon Ramsay is a titan of industry, a born leader whose intensity demands excellence and whose care runs just as deep. You can see it in the way his long-time team shows up for him, and in small moments like when he FaceTimed a producer’s child who’d been injured in a soccer game just to lift his spirits.

I left that set thinking less about buttercream and more about how to show up as a leader. Sometimes the real gift of an opportunity is who you get to learn from and who you become in the process. You may say yes for one reason and walk away with a lesson you didn’t even know you were looking for.

YOLO – You Only Live Once

I could dress this up and say the decision was complicated and strategic. But the truth is simpler: Ireland sounded magical. The show sounded fun. The people involved were inspiring. I said yes because it sparked something in me - and sometimes that’s reason enough.

Not every opportunity has to be the perfect brand fit. Some are worth saying yes to simply because they bring joy into your life, even if the ROI is fuzzy.

Next Level Baker premieres December 4

Next Level Baker premieres Thursday, December 4 at 9/8c on FOX, and I hope you’ll tune in. It’s a feel-good holiday special with all the trimmings – Santa, reindeer, carolers, ice skaters – and a group of home bakers laying their hearts (and desserts) on the line.

And because I couldn’t possibly ask you to watch hungry, Pizzana is launching a limited-edition chocolate peppermint cake through December. Even sweeter: if you order Pizzana to-go on premiere night, December 4, you’ll get a free slice tucked into your order so you can eat cake while you watch.

🎄❤️🎄,

candace

PS: Pizzana is running a Black Friday deal today only! Buy a $100 emailable gift card and get a $25 emailable gift card just for you!

Eight. When I say it out loud, it still surprises me.

Not because I didn’t believe we’d get here, but because the restaurant we’re opening today looks almost nothing like the one we opened eight years ago. And I don’t just mean the design (though yes, we’ll get to that).

I mean the entire strategy. The business model. The way we think about real estate, profitability, and what it takes to win in this market.

If 2017 Candace could see 2025 Candace, she’d probably think I’d lost my edge. Or that I’d gotten too practical. The truth is: The most dangerous thing you can do in business is fall in love with your original plan.

Because the world doesn’t care about your plan. It’s going to change whether you’re ready or not. And if you’re not willing to change with it? You’re done.

Act I: “If We Build It, They Will Come”

When we opened our first Pizzana in Brentwood in 2017, we went all in.

We wanted to make a statement. Back then, LA wasn’t a pizza town - it was tacos, sushi, and green juice - so we had to be bold to make people take notice. We built a beautiful space and invested heavily in design. We sourced the best ingredients and featured our Neapolitan master pizzaiolo. Every detail mattered: the 48-hour dough rise, the carefully curated menu, the vintage Italian lighting.

And it worked. People came. The buzz was real. Lines formed. For a while, the “if we build it, they will come” philosophy felt bulletproof.

And then... COVID hit.

Act II: The Pivot No One Saw Coming

March 2020. Everything shut down overnight.

We had just opened our second location. Suddenly, our beautiful dining rooms, the ones we’d poured so much money into, were empty. Our entire business model? Irrelevant. We had two choices: close our doors or figure out takeout. Fast.

We pivoted hard. Curbside pickup. Delivery partnerships. Family meal deals. Pizza kits people could bake at home. We did whatever it took to stay alive. We survived because we were willing to let go of what we thought Pizzana “should” be.

For months, we weren’t a destination restaurant. We were a lifeline for families stuck at home who just wanted good food and a break from cooking.

It wasn’t glamorous. But it kept us in business.

Act III: Welcome to the New Normal

When the world reopened, I naively thought we’d just flip the switch back to “normal.”

But normal was gone.

Offices stayed half-empty. Lunch traffic dried up. People’s habits had shifted. They weren’t commuting, weren’t doing power lunches, weren’t grabbing a quick bite before heading back to the office.

So we responded. We stopped doing lunch at most of our locations. Why pay staff and keep the lights on during hours when no one’s coming in? It was a hard call, but the right one.

We also realized something else: the market had matured.

In 2018, being the hot new spot was enough. In 2025? You need to give people a reason to keep coming back. Buzz fades. Loyalty has to be earned.

So we got creative. We:

• refreshed our design with playful illustrations, pops of color, plants, and warmth

• added bars and bar seating wherever we could to create energy

• built out a killer happy hour

• launched Cacio Club, our loyalty program, to reward our best customers and give them reasons to keep coming back

• rolled out collaborations with chefs and influencers for limited edition menu items and special dinners

• started programming events (trivia nights, bingo and more) to build community

We weren’t just a pizza place anymore. We were a neighborhood favorite.

Act IV: The Profitability Era

Then came the hardest pivot of all: profitability.

For years, we approached growth the way I’d always approached business: go big or go home. We did beautiful buildouts, first-generation spaces, custom everything.

And yes, it looked amazing. But it also meant we were sinking massive amounts of capital into every location. Which meant longer payback periods. Which meant less attractive ROI for investors (and for us).

Then we had a wake-up call: The market doesn’t reward ambition anymore. It rewards profitability. So we overhauled our real estate strategy.

Now? We’re hunting for second-generation spaces. Places where we don’t have to build from scratch. Budget-friendly cabinetry. Smarter, leaner buildouts. We’re engineering our growth with the same precision we engineer our menu.

The one thing we’ll never compromise on? The quality of the food. The San Marzano tomatoes and imported fior di latte cheese. The craft and the care. Because at the end of the day, people come back for the pizza, not the custom millwork.

What This Means for You (Even If You Don’t Own a Restaurant)

Whether you’re running a bakery, a consultancy or a DTC brand, the lessons are the same:

1. Fall in love with the mission, not the method.

Your original plan was perfect for that moment in time. But markets shift. Consumer behavior changes. Technology evolves. If you’re clinging to “how we’ve always done it,” you’re already behind.

What’s the core thing you’re trying to deliver? (For us: exceptional pizza and community.) And, what’s the most effective way to deliver that today?

2. Survival requires speed.

When COVID hit, we didn’t have the luxury of six-month strategic planning cycles. We had days. The businesses that made it were the ones that could pivot fast.

You don’t need to have all the answers. You just need to be willing to try something, learn, and adjust.

3. Buzz is not a business model.

In the early days, press and hype can carry you. But eventually, you need fundamentals: loyal customers, repeat business, sustainable margins.

Ask yourself: Am I building something people will love once? Or something they’ll come back to again and again?

4. Profitability is sexy now.

I get it - it’s not as fun as the “growth at all costs” era. But investors are looking for businesses that stand the test of time, not just ones that make headlines. Efficient operations, smart growth, and sustainable margins are the new flex.

5. Never compromise on your non-negotiables.

For us, it’s the quality of our ingredients. For you, it might be customer service, craftsmanship, or ethical sourcing. Figure out what you’ll never budge on, and then be ruthlessly flexible about everything else.

The Bottom Line

Opening restaurant #8 doesn’t feel like a victory lap. It feels like proof that we’ve learned how to listen. To the market. To our customers. To the numbers.

And maybe most importantly, to the voice in my head that says, “That strategy worked then. But does it work now?” Because the businesses that last aren’t the ones with the best original idea - they’re the ones brave enough to keep reinventing.

So if you’re holding onto a strategy that’s no longer serving you, whether it’s your pricing model, your marketing approach, your product line, or your entire business model, give yourself permission to let it go.

Your brand can stay consistent even when your strategy changes. In fact, that’s exactly how you stay relevant.

XO,
candace

P.S. What’s one thing in your business that worked beautifully two years ago but isn’t working anymore? Comment here or hit reply and tell me. I’d love to know what you’re navigating right now.

P.P.S. If you’re in Dallas, come see us at our grand opening in Preston Hollow next week! Details coming soon on Instagram.

My son is a competitive rower. And when you are a competitive rower, your life revolves around two things: training and racing. Sometimes that is on the water, but often it is on the rowing machine, better known in the rowing world as the erg.

The ultimate benchmark? The 2K. Two thousand meters against the clock. Rowers chase their 2K personal record (PR) like it is a holy grail. It is how fast you can cover 2000 meters on the erg, and it is a pure test of not just physical strength, but mental grit.

Because here is what a 2K feels like:
Your legs are on fire. Your lungs are screaming. Your muscles flood with lactate, leaving them heavy and sluggish. Your brain begs you to quit. And when you finally cross that finish line? You collapse on the floor, gasping for air, drenched in sweat, every ounce of energy spent.

It is grueling. It is punishing. And it is one of the clearest windows into the question: what drives you when everything in your body and mind says stop?

The Wall We All Hit

For rowers, the breaking point is almost always the second 1000 meters. That is where the adrenaline from the start has worn off, but the finish line still feels impossibly far away. It is where you face the wall.

Entrepreneurs know that same wall. It just looks different:

• Another investor who says no

• A product launch that flops

• A period of stagnant sales

• An unexpected lawsuit

That is your second 1000. When progress feels slow, the doubt creeps in, and your brain whispers: quit.

Turning Rejection Into Fuel

Rowing Olympic champion Justin Best knows this feeling better than anyone. What most people do not know is that, as a young recruit, some of his dream colleges passed him up. Rejection stung. His response? A simple four word mantra:

“F- you, watch me.” 😳

That became his fuel. Every time he faced doubt or pain, he turned rejection into motivation. And now he has an Olympic gold medal to show for it.

And that is the thing: motivation does not always have to be lofty or noble. Sometimes it is raw. Sometimes it is scrappy. The important part is knowing what gets you through your second 1000.

Finding What Drives You Forward

Motivation comes in many forms. Here are a few I see again and again in entrepreneurs and high achievers:

• Proving others wrong
  Like with Justin, sometimes the sharpest fuel comes from rejection. Maybe it was a boss who underestimated you, a teacher who doubted you, or an investor who told you there was no room for your idea. Turning “you cannot” into “watch me” can light a fire like nothing else.

• Self Validation
  Other times, the fuel is quieter. It is about proving to yourself that you can do the hard thing, that you are capable of more than you thought. This kind of self validation builds self trust, and that becomes a well you can draw from again and again when the path gets rough.

• Money
  Let’s be honest. Financial reward is a powerful motivator. Maybe it is about security, building generational wealth, or simply having the freedom to choose how you spend your time. Money as motivation is not shallow. It can build stability and opportunity for you and those you love.

• Responsibility
  For many, the drive comes from the weight of responsibility. Your team is counting on you. Your family is relying on you. Your customers need what you are building. When the stakes feel bigger than yourself, you find strength you did not know you had.

• Faith
  Whether it is faith in God, in destiny, or in the belief that things happen for a reason, spiritual conviction can be a deep anchor. In the moments you feel empty, faith reminds you that you are part of something larger and gives meaning to the grind.

• Legacy
  Others are driven by the long game. It is not just about the next milestone, it is about creating something that outlasts you. Legacy motivation is about impact, about leaving a footprint that says: I was here, and I made a difference.

• The Thrill of the Game
  And then there are those who thrive on the sheer thrill of the game. Beating your own score. Outpacing your last record. Relishing the puzzle of business as sport. This kind of playful motivation can carry you through the toughest stretches because it makes the pain feel like part of the adventure.

None of these are wrong. Do not judge your fuel. Just use it.

Carrying It Into Your Own Second 1000

Next time you are in your second 1000, whether that is fighting through a tough quarter, a rejected pitch, or a moment of burnout, pause and ask:

👉 What is going to get me through this?

Write it down. Make it your screensaver. Blast the anthem that fires you up. Whatever it is, lean into it.

Because when the pain cave sets in, motivation is the only thing that gets you across the finish line.

My son does not always hit his PR. But every time, he learns something about what he is made of in that second 1000 meters. And at the end of the day, that is what entrepreneurship is too: discovering your strength in the struggle.

XO,

candace

PS: I would love your help in voting Pizzana USA Today’s best Gluten Free pizza in America! 🍕Please vote HERE

The Secret to a Stress-Free (and Standout) School Year

Every September I feel that shift—new schedules, new routines, kids growing up a little faster than I’m ready for. One thing that’s helped my family make the transition smoother year after year is Curious Cardinals

.

They pair ambitious teens with brilliant mentors from Stanford, Yale, Harvard and beyond - not tutors, but mentors who feel like big siblings. The result? Confidence, creativity, and projects that wow colleges: TED talks, published research, even start-up businesses.

If you want to make this your child’s best school year yet, check them out here.

A few weeks ago, I got a LinkedIn message from a founder asking if I'd take a look at their pitch deck. They were fundraising for their startup, and while I admired their hustle, the opportunity wasn’t in my investing lane.

When I politely declined and explained it wasn’t a fit, they replied: “No problem! Will you make a warm intro to X (a friend of mine who runs a family office)?”

I paused. How did they know I was friends with her? I guess they had seen us together in a social media post.

Keep in mind, this founder and I had never met beyond this LinkedIn exchange. And yet, they were asking me to make a “warm intro” to a personal contact—an ask that, by definition, implies I knew them and would be vouching for them.

But there was no relationship. Just one message.

It got me thinking…In our eagerness to move fast and make connections, have we lost sight of some relationship fundamentals that actually make us more effective?

So today I want to talk about modern etiquette. Not the Emily Post kind, but the kind that lives at the intersection of ambition, networking, and relationships—especially in business.

Because in a world increasingly shaped by AI and automation, the ability to connect in a genuine way is the new superpower.

Here's a gentle guide for ambitious people who want to build bridges, not burn them.

1. When you’re asking for a favor, make it easy.

If you’re the one asking for time, advice, or an intro, try not to also put the burden on the other person to make it happen.

Example: Telling someone to book a time through your Calendly link when you're the one asking for a meeting.

I get it. Calendly is efficient. But when you're asking for someone's time, making them click through your scheduling system and hunt for an available slot feels like you're giving that person extra work. Instead, offering a few open windows (or asking what works best for them) shows consideration. It flips the energy from "here's another task for you" to "I'm here to make this easy."

Another example: If you're asking for an intro, provide a short blurb they can copy and paste. Something like: "Here's a quick note you can forward if it makes sense: 'Hi [Name], I'd love to introduce you to [Your name], who's building [brief description]. I thought you two might have an interesting conversation about [specific shared interest]. Let me know if you'd like me to make the connection!'"

Little things like that go a long way.

2. Do your homework.

Before you ask someone for help, take the time to understand who they are and what they care about.

That doesn't mean deep-diving into their entire online presence—it just means showing genuine curiosity and respect. Read an article they've written. Watch a talk they've given. Listen to a podcast episode where they shared their story. And if they've written a book? Truly, read it.

I'm always flattered when people ask, "How did you build Sprinkles?" or "What advice do you have for a first-time founder?" But I also spent a year of my life writing those answers into a book that's available at every major bookseller — and I did it to be able to help as many people as I can, just by answering those very questions.

If you're sending a deck or looking for an investment , make an effort to see what the person invests in. You can still send the AI deck to the CPG investor, but it should come with a caveat: "I know you typically don't invest in this space, but thought that someone in your network might find it valuable" — or "I would so love your thoughts on the deck itself."

It may sound simple, but this one habit sets you apart. It shows you're not just asking for a shortcut—you're showing up prepared, engaged, and serious about your growth.

And here's the bonus: when you do your homework, you ask better questions. Which means you'll get so much more out of the conversation.

3. Offer something before you ask for something.

You don't need to send gifts. Just be thoughtful.

Engage with their work. Leave a meaningful comment. Share something they created and say what resonated. Prove you're not just paying attention—but invested.

This is especially true when you're looking for mentorship. Many of the most meaningful mentorship relationships I've had started with someone who engaged with my work before asking for anything. By the time they reached out, I already had a sense of who they were. And I genuinely wanted to help.

Sometimes 'offering something' can be as simple as making a connection for them first, or sharing their work with your network when it would genuinely help your audience.

Relationships are built on reciprocity.

4. Respect the warm intro.

Recently, I was invited to speak at an event, but the date didn't work with my schedule. The next day, the organizer followed up—not to reschedule, but to ask if I'd introduce them to some of my other female founder friends instead.

It made me pause. It started to feel less about collaborating with me—and more about gaining access to my network. Just like that LinkedIn contact.

Here's the thing: a warm intro means I know you well enough to vouch for you. If we've never met, and you're asking me to connect you with someone I trust, that's not a warm intro. That's an ask.

That doesn't mean you can't get there. But the onus is on you to make the connection make sense.

Do your homework. Share a compelling reason for the intro. Show why it would be valuable for the person on the other end—not just for you. And when you ask? Make it easy. Provide background. Draft the blurb.

Because a warm intro isn't about proximity. It's about trust.

5. Accept 'no' with grace.

Sometimes people decline meetings. Or don’t respond. Or turn down your ask. It’s rarely personal.

Most of the time, it just means: “I don’t have capacity right now.”

I’m a big fan of a follow-up email to ensure your message didn’t land in the Junk folder. But timing matters—if you're asking for something, and then following up a couple of days later, it can come across as pushy.

A little patience goes a long way.

And if the answer is still no? A graceful response like “Thanks so much for considering. I understand you're busy, please keep me in mind if anything changes.” leaves the door open.

Grace in the face of rejection? That's how you turn a 'no' into a 'not yet.

Final Thought:

We all need help along the way. And most people who’ve found success genuinely want to pay it forward. But how you ask makes a big difference.

In a world rushing toward automation, showing up as a thoughtful human is a memorable move.The goal isn’t to hack your way into someone’s calendar. The goal is to build relationships that last.

So, go out there and start cultivating the relationships that lead to dream mentors, ideal investors, and meaningful partnerships!!

XO,
candace

PS: What about you? What’s a piece of modern etiquette you think everyone should know? What advice do you have for building authentic relationships in the business world? I’d love to hear your thoughts.

Hi friends,
Let’s start with a little confession: I’ve never had a five-year plan...
Not once.
Not even close.

In fact, if I had waited to find my “one true calling,” I’d probably still be sitting behind a desk in a cubicle, wondering if Excel formulas were my destiny.

Spoiler alert: they weren’t.

But guess what? Neither was just baking. Or just investing. Or just being on TV. Or speaking. Or mentoring. Or writing this very newsletter.

And for a long time, I thought that made me unfocused. Like I hadn’t figured it out. Like I was somehow behind.

Turns out? It made me an entrepreneur.

You Don’t Need to “Pick a Lane”

We’ve been fed this narrative that in order to succeed, we need to specialize. Niche down. Pick a lane and stay in it. And for some people, that works beautifully.

But for the rest of us - the ones with overflowing Notes apps, Pinterest boards, and late-night Google rabbit holes - it can feel suffocating.

I’m here to tell you: if your brain jumps from branding ideas to product development to a side hustle you dreamed up while brushing your teeth…

You are not scattered. You are not indecisive. You are not behind. You’re wired to create - maybe even built for entrepreneurship.

Every Step Adds Up

Looking back, nothing I’ve done has been wasted. Even the roles and phases that felt random at the time were building something under the surface.

• Finance taught me how to understand the numbers, raise capital, and think strategically. It also taught me the value of company culture - by showing me what happens when it’s completely missing!

• Unemployment, after getting laid off, released me from the rules of the corporate path I felt compelled to follow. It gave me something I hadn’t had in years: time and space to dream.

• Reality TV put me in the hearts and homes of people across America and helped build a sense of trust and familiarity - something I’ve carried into every business since.

  

  .

• Speaking and writing give me a platform to crystallize my ideas, share hard-won lessons, and connect with others who are building bold, unconventional paths of their own.

• Investing and mentoring remind me that we’re all asking the same questions - about purpose, clarity, and how to move forward. Even when the work looks different on the surface, the fundamental challenges remain the same.

On paper, it might not look like a clear-cut path. But in practice, each experience laid the groundwork for the next. The combination is what makes it powerful.

You don’t have to follow a straight line to build something meaningful.
You just have to keep moving in the direction of what feels true.

There Are No Rules (I Checked)

One of the most liberating realizations I’ve had is this: there are no rules. Not in entrepreneurship. Not in career-building. Not in life.

We spend so much time trying to fit into boxes. The “career woman” box. The “creative” box. The “mom” box. The “female founder” box.

But the truth is, the most magnetic people I know - the ones building fulfilling, vibrant, category-defying lives - aren’t trying to fit in. They’re following what lights them up. Even if it doesn’t make perfect sense (yet). Even if it changes over time. Especially if it changes over time.

Because when you let curiosity lead the way, you open doors you didn’t even know existed.

You Can Be More Than One Thing

Here’s the other truth: people are multi-dimensional. You can be strategic and intuitive. You can be a spreadsheet person and a creative. You can love building brands and have 14 tabs open deciding on the perfect pair of sandals for summer. (Btw, my favorite pair is linked below.)

You don’t have to choose between your interests. You can let them layer.

Because entrepreneurship isn’t about being one thing. It’s about building something new from everything you are.

So if you’ve ever been told you’re doing too much?
Maybe you’re just doing you.

So here’s the takeaway:

If you’ve ever felt pressure to narrow down, to pick one thing, to find your “one true passion” - what if the real magic is in doing the opposite?

Instead of asking, “What should I focus on?”
Try asking, “What do all these pieces make possible?”

That shift - seeing your interests as ingredients, not distractions—is where creativity lives. It’s where entrepreneurship begins.

So if you’re nodding along, wondering how to harness your multi-passionate energy instead of fighting it, here are a few ways to lean in:

1. Treat your interests like data points.

Each idea, curiosity, or “what if” moment is a clue. Write them down. Track them. See which ones keep resurfacing. They’re not random - they’re patterns trying to tell you something. Before Sprinkles became the Original Cupcake Bakery, I considered launching a cooking school, a cake decorating site, even a Bûche de Noël business.

2. Look for the common thread.

Even if your career path feels all over the place, there's usually a throughline. Maybe it’s storytelling. Maybe it’s building community. Maybe it’s making beautiful things. Identify it - and use it as your compass.

3. Stop asking for permission.

You don’t need credentials to start something new. You don’t need to wait until you're “ready.” The best entrepreneurs are self-taught, self-starting, and self-directed. The path gets clearer once you’re on it.

4. Think in chapters, not lifetimes.

You’re not committing to one identity forever. Each chapter builds on the last. The finance chapter taught me discipline. The Sprinkles chapter taught me brand. The Shark Tank chapter taught me discernment. What’s your current chapter teaching you?

5. Ask: What lights me up right now?

Not what should I be doing. Not what looks good on LinkedIn. Follow the spark. (I followed mine from my couch into my kitchen!) It may be the beginning of something game-changing, or simply something joyful. Either way, it counts.

You don’t have to find your “thing” once and for all.
You just have to keep following what feels aligned.
The clarity, the confidence, the career? It builds along the way.

Your journey doesn’t have to make sense to anyone else.
It just has to make sense to you.

Keep going.

XO,
candace

P.S. Sharing a few products that have been lighting me up lately….

1. Vanilla Bean Collagen
We’re all on a protein mission, and this is the easiest morning win. I blend it into my coffee and the flavor is chef’s kiss - rich, real vanilla bean with no weird aftertaste. Try it here.

2. K18 Hair Treatment
The foundation of my hair health journey. Olaplex never did it for me, but K18 is the real deal - worth every penny. Link.

3. Rose Gold Teardrop Earrings
I’ve literally been chased down the street while wearing these earrings. They’re a quality dupe for the Bottega pair - bold on impact and soft on budget. I have them in the large size, rose gold color. Get them here.

4. Rope Flip-Flop Sandals
A comfy take on the covetable Miu Miu style. They give every outfit a little extra edge. (photo below and link.)

5. Small Charlie Suede Clutch
I am loving a mini bag these days and this Parker Thatch beauty in caramel suede is luxe without being fancy. It's the perfect size and has been my go-to bag so far this year. (photo below and link.)

6. Vegobears Gummy Candy
A cleaner, organic alternative to traditional gummies, but I love them for the juicy flavors and perfect texture. Regular + Sour.

7. Brynn Drawstring Shorts
I’ve been on a Goldilocks jorts journey all summer and finally found my perfect pair. The length, the fit, the rope tie - just right. Link.

8. Janessa Leone Judith Hat (Packable!)
My forever favorite hat - now in a travel-friendly, packable version. Chic and protective. Link

HAPPY SUMMER!

“So… What have you been up to lately?”

Innocent question, right? But when I was asked this during a recent meeting to discuss a potential new opportunity, it felt like a gut-punch.

Let me be clear: I knew the person was just doing their job. But in that moment, a wave of defensiveness bubbled up inside me.

What do you mean, what have I been up to? I’m juggling multiple businesses, investing, mentoring founders, growing Pizzana, writing newsletters, showing up for my family—what haven’t I been doing??

But, of course, I didn’t say that. I smiled, took a breath, and calmly listed a few highlights: Shark Tank, my book, my LinkedIn Brandlink deal, the steady growth of Pizzana. But even after the interview ended, the question lingered. And I couldn’t shake how much it had rattled me.

When something sticks like that, I’ve learned it’s worth digging into.

Why That Question Got to Me

I’m not immune to imposter syndrome, of course, but I do consider myself a fairly confident person. I’ve built, sold, and reinvented businesses. I’ve weathered public scrutiny and private setbacks. I’ve developed resilience and perspective through the highs and lows.

So why did such a simple question throw me off?

At 51, I guess I’d like to think my résumé speaks for itself—that I’ve earned the right not to have to hard sell myself every time I step into a room. That decades of risk-taking eventually buys you a kind of credibility buffer. But perhaps that’s wishful thinking.

I think it’s also because, as entrepreneurs—or anyone building something outside of a corporate box—progress isn’t always linear or visible. There’s no quarterly review, no title bump, no easy soundbite that sums it all up. So much of our work happens behind the scenes: rethinking strategy, exploring ideas, testing new angles.

And when someone casually asks what you’ve been up to, it can feel like a challenge. Like: Have you done anything worth talking about lately?

And if we’re not careful, that question can morph into something much heavier:
Am I doing enough?
Am I enough?

The Work That Moves the Needle

Over the past few months, I’ve been quietly ramping up Pizzana’s marketing efforts — collaborations, content creator partnerships, and thoughtful buzz-building campaigns. None of it screams breaking news, but together, these small moves are adding up: increasing relevancy, driving awareness, building brand equity, and ultimately, raising sales.

It’s dutiful work. It’s foundational work. The kind that rarely gets a standing ovation in the moment—but over time, it moves the needle.

And then there’s the work that isn’t remotely “marketable.”

Like being fully present for two teenage boys who really need me. My older one, in particular, is chasing big dreams — athletic and academic — with a level of discipline, triumph, and heartbreak that many people won’t experience until well into adulthood.

Supporting him, and instilling in both of them the values, grit, and mindset to carry them into a fulfilling life — that’s the work I’m most proud of.

And yet… it’s not something I can tout in a room full of suits.
It’s not a headline.
It’s not a slide in a pitch deck.

But that, too, is what building an enduring brand — and life — actually looks like.

When You Feel Like You Need to “Prove” Yourself

It’s not always easy to explain the kind of work that matters most. And yet, we’re often asked to — at a cocktail party, when reconnecting with a former colleague, or while applying for a new opportunity.

So what do you do when you’re caught off guard by a question that feels like it’s asking you to argue your worth?

Here are 5 tips that helped me reframe that moment—and that continue to ground me when I feel that old pressure to perform:

1. Flip the question inward.
Instead of performing for others, ask yourself: Am I proud of how I’m spending my time? Am I aligned with my values?That’s what matters most. When you reframe success through your own lens—not someone else’s—you’ll find peace even when applause is absent.

2. Own the invisible work.
Not all progress is public. The brainstorming, the mentoring, the systems you’re quietly building—that’s the work that creates lasting change. Just because no one sees the effort doesn’t mean it doesn’t matter. Quiet growth is still growth.

3. Redefine success.
Sometimes success is a milestone. Other times, it’s holding the line. Showing up. Being present. Pushing through the slow seasons. Trusting the long game. And sometimes, success has nothing to do with work at all. It’s nurturing your family, protecting your peace, or investing in relationships that matter. A fulfilling life is the real goal—and work is just one piece of that puzzle.

4. Have a go-to line.
Sometimes the best response is a good euphemism. “I’ve been in a building season” or “laying some quiet groundwork” buys you time—and a little dignity. Better yet, prep a short line that sums up your recent focus with confidence. Think of it as your self-worth elevator pitch—delivered with a smile.

5. Assume good intentions.
That question “What have you been up to?” might feel loaded, but often it’s coming from a place of curiosity or admiration. Maybe they’re asking because you are always up to something interesting. Give them (and yourself) the benefit of the doubt. It softens the moment and reminds you that your work, even when messy or mid-process, is worth sharing.

What I’m Carrying Forward

That interview moment reminded me: even when we think we’ve outgrown external validation, it has a sneaky way of creeping back in. But it also reminded me to pause and see what I am building—day by day, quietly, intentionally.

It may not always be shiny or headline-worthy. But it’s real. It’s meaningful. And it matters.

So if you’re in a season where your work doesn’t feel flashy or easy to explain—know that you’re not alone.

You’re still building. Still showing up. Still growing.

And yes, I’ll keep you posted on that fun opportunity in the months ahead.

But in the meantime, I’m learning to answer “what have you been up to?” with a little less performance—and a lot more conviction.

XO,

candace

P.S. What have you been up to lately? Tell me your proudest recent accomplishment—in any area of life. Or, give me your go-to euphemism or snappy comeback. I could use some fresh material!

A Reunion for the Ages

Over the course of the afternoon 80 of us took over Pizzana Marina del Rey — Sprinkles alumni, friends, and family all ready to reminisce, reconnect, and relive two decades of memories. People flew in from Nashville, Kansas City, the Bay Area, and across LA. It was a true reunion, with all parts of the business represented — from back of house and front of house to drivers, managers, OGs, and even a few newbies.

For a little extra nostalgia, I donned my old Sprinkles chef’s coat, and Charles pulled out one of the original Sprinkles t-shirts. The cupcakes we served? My original recipes — the ones I baked out of my tiny West Hollywood kitchen, back when two dozen felt like a big batch.

And the stories flowed: the time Queen Latifah showed up after hours and the front of house team unlocked the door for her, knowing they would face the wrath of the kitchen crew busy cleaning up; when Whitney Houston asked to skip the line (who’s going to say no to Whitney?); the Scottsdale team’s late-night marketing stunts — strolling through nightclubs at 2 a.m. with trays of Sprinkles cupcakes; or the day the Sprinklesmobile went up in flames on Rodeo Drive!

Full Circle Moments

For me, the event was especially meaningful because my boys were there to witness the magic — not just of the cupcakes, but of the people. They grew up in the bakery, passed from froster to froster, and toted to every store opening as unofficial mascots. On Saturday, it finally sank in for them. My oldest said, “Wow, Mom, you actually can create a real community and run a great business at the same time.” My younger son (whose praise is rare and precious) told us what good leaders my husband Charles and I are. If I could bottle that feeling, I would.

Four hours later, the party was still going strong so we gathered everyone still there for a group photo — heading out to the parking lot to find a spot big enough to fit us all. It was the perfect ending to an incredibly special day.

It was a day that was more than just a celebration — it was a reminder of what truly makes a business thrive: not just great products, but incredible people and the culture that connects them. At Sprinkles, that culture was no accident — we built it with intention shaped by a mission rooted in connection, nostalgia, and fun.

That’s what made it a joyful place to work and visit. Our Beverly Hills store felt like a party: a bustling bakery in back, a packed store in front, and a team that moved together in what we called the Sprinkles Dance — whirling by each other, never stepping on toes (or cupcakes). It wasn’t just about efficiency; it was about creating an experience that everyone — guests and team alike — wanted to be part of.

Takeaways for Building Your Own Culture

If you’re wondering how to bring some of that magic into your own team, here are a few things I’ve learned:

Live your values, don’t just talk about them.
Culture starts at the top and is reinforced in every decision, big and small. At Sprinkles, we weren’t just about cupcakes — we were about connection and joy, and that showed up in everything from how we welcomed guests to how we treated each other behind the counter.

Hire for heart and attitude.
We prioritized positivity and a spirit of hospitality over a packed résumé. That’s how we built a team that moved in sync — the famous Sprinkles Dance — and created an experience that felt like a celebration for customers and coworkers alike.

Empower your team.
We trusted our staff to solve problems and delight guests, whether that meant smoothing over a mix-up or surprising someone with a gifted cupcake to turn their day around. That kind of trust creates ownership and pride.

Celebrate everyone.
We marked anniversaries, shouted out achievements, and honored our Sprinkles Service Stars because loyalty and effort deserve to be seen. Even a small recognition can motivate and inspire.

Lead by example.
Charles and I were never above jumping in to clean or help on the floor — in fact, Charles became famous for his sweeping skills. When leaders roll up their sleeves, it sends a powerful message about the value of teamwork.

Support dreams beyond the job.
Our team included aspiring actors, writers, and directors — like Maureen, who started as a manager. We gave her a budget to create Sprinkles commercials before Instagram reels were even a thing, and she eventually went on to direct her own Hollywood movies! When you nurture people’s passions, you don’t just retain talent — you create a culture where people feel seen as whole human beings.

Twenty years ago, I never could have imagined that Sprinkles would spark so many lifelong friendships — and even a few marriages! To everyone who’s been part of this journey, thank you for making it unforgettable. And if you’re new here, welcome to the family. You’re part of what makes this story so special.

To all of you who showed up, flew in, or sent love from afar: you are the heart of Sprinkles. Here’s to 20 more years of laughter, late nights, and stories worth retelling over and over again!

With a full heart (and a few leftover OG cupcakes),

XO

candace

P.S. Have a favorite Sprinkles memory or a workplace tradition that’s close to your heart? Share it here!

P.P.S. Want more behind-the-scenes stories and lessons on building a business with heart? You’ll find plenty in my book Sweet Success — including the secret sauce that made Sprinkles so much more than just a bakery.

Last week, I gave a talk to a group of Merrill Lynch women on the topic of *purpose*—how to find it, how to follow it, and how to rediscover it when life shifts under your feet.

Afterward, I couldn’t stop thinking about the conversation. Because if there’s one thing I’ve learned—especially in seasons of transition—it’s this: purpose isn’t a luxury. It’s a lifeline. When everything feels uncertain, purpose keeps us grounded. It reminds us who we are, and why we get out of bed in the morning.

But let’s be honest—purpose can also feel confusing. Slippery. Out of reach.

We’re told we’re supposed to figure it out early, as if it’s a fixed destination we’re meant to arrive at. But that’s not how it works. Purpose isn’t a place. It’s a path. And the beautiful thing is—you can step onto it at any age, at any stage.

Let’s talk about how.

Passion vs. Purpose: What’s the Difference?

People love to use these words interchangeably, but they’re not the same.

Passion is personal. It’s what brings *you* joy.

Purpose is outward-facing. It’s how you create meaning and impact beyond yourself.

For me, baking was always a passion. Even in those early Sprinkles days—18-hour shifts, batter in my hair, frosting on my jeans—I was energized by the pursuit of the perfect swirl.

But my purpose was bigger than cupcakes. It was about creating joy. Bringing people together. Offering something small and nostalgic in a world that often feels too heavy.

Understanding that distinction changed everything. Because when I sold Sprinkles, yes, I lost a business—but I didn’t lose my purpose.

When Purpose Feels Foggy

Still, I won’t sugarcoat it—after Sprinkles, I felt adrift.

The calendar that had once ruled my life? Empty.

The phone that never stopped buzzing? Silent.

I thought I wanted rest. And I did. But the stillness was jarring. Like so many entrepreneurs, I had wrapped my identity around my business. Without it, I didn’t know who I was anymore.

(And I’m not alone—Carrie Kerpen, author of the upcoming The Whisper Way, says that 75% of business owners report feeling depressed within a year of selling. I was absolutely one of them.)

But here’s the truth I had to learn the hard way:

Purpose doesn’t live in a title or a company. It lives in you.

Eventually, I reconnected with mine. Not by recreating what I had before, but by listening. By tuning in to what had always mattered to me.

That’s how Pizzana came to life. Not just because I love pizza (though… I *really* do). But because I believe in food as a connector. A way to bring people together around a table, across a culture, through a shared moment. That same core purpose? Still there. Just in a new form.

Purpose can be like that—steady at its center, flexible in its expression.

The why remains. The how can evolve.

The Beauty of Second Chapters

We’re told purpose has to come early, like it has an expiration date.

But some of the most inspiring women I know found their purpose in Act II—or even Act III.

A friend of mine spent years raising three daughters, all athletes. Along the way, she noticed a huge gap in coaching, scholarship support, and representation for young women athletes. Today, she manages up-and-coming talent, secures branding deals, and recently launched a sportswear line, CORTS, designed specifically for female athletes.

Another friend worked in fashion for two decades before discovering her calling in women’s health. What started as a podcast has become a full-blown wellness brand, ovii, supporting women navigating PCOS and hormonal shifts.

Then there’s the friend who in her late 40s published a bestselling memoir, The Tell. And another who left Wall Street twenty years ago and now leads a financial empowerment community for women, Women Abundance Collective.

The common thread?

They didn’t wait for perfect clarity.

They followed their gut.

They took one small step. And then another. And another.

And that’s often how purpose reveals itself—not in a grand epiphany, but in motion.

So, What If You’re Still Searching?

If you’re in that in-between space—or standing at a crossroads—here’s what helped me reconnect with my purpose:

1. Give yourself time.

Before Sprinkles, I lost my corporate job. And for the first time in years, I had space. I started baking again—just for fun. No plan. No pressure. It was joyful, messy, and oddly grounding. And in that quiet, unstructured time… the idea for Sprinkles came to me. Sometimes when we stop chasing, we start receiving.

2. Revisit childhood.

What did you love doing before the world told you what was “smart” or “safe”? I’ve loved baking since I could see over the counter. Childhood passions often hold the purest version of ourselves—and sometimes, buried in that simplicity, is a seed waiting to grow.

3. Chase your curiosity.

Curiosity is your inner compass. Pay attention to what sparks your interest or pulls you down a rabbit hole. What lights you up in conversation? What topics do you keep circling back to? Curiosity might not announce itself loudly—but it is trying to tell you something.

4. Start small.

Purpose doesn’t need a business plan to begin. It can start with a journal entry. A coffee date. A weekend workshop. The goal isn’t to know everything—it’s to take one tiny, brave step. Because clarity comes from action, not overthinking.

5. Look for the overlap.

There’s a Japanese concept I love called *ikigai*—it refers to the place where what you love, what you’re good at, what the world needs, and what you can be paid for all intersect. That sweet spot? That’s often where purpose lives. When something checks more than one of those boxes, pay attention. It could be leading you somewhere important.

Purpose Doesn’t Have to Be Big to Be Meaningful

We often talk about purpose like it has to be some grand reinvention. But sometimes, it’s found in the small ways we show up:

In how we mentor.

In how we lead.

In how we raise our kids or support our friends or contribute to our community.

Not everyone’s purpose is meant to be a business or a brand. Sometimes it’s a ripple effect—quiet but powerful.

So whether you’re building something new, navigating change, or simply feeling stuck—your purpose is still in there. It might be hiding in something you already do. Or in something you’ve always wanted to try. Or in that idea you keep thinking about but haven’t yet said out loud.

It’s never too late—and never too early—to find it.

I’d love to hear from you: Where are you in your purpose journey right now? Searching? Transitioning? Living it out loud?

Drop me a comment—I’d truly love to know.

XO,

candace

PS: Forward this Sweet Success to a friend who needs to hear it.

We did it! Four weeks of personal branding madness - COMPLETE! 👊

If you’ve been along for the ride, thank you for showing up so fully. This community has been on fire—cheering each other on, building confidence, and making big moves. I’m so proud of what we’ve created together.

If you weren’t part of the challenge—don’t worry. Starting next week, we’re back to our regularly scheduled Sweet Success programming. I’ve got a juicy newsletter coming your way on Finding Your Purpose—a big one you won’t want to miss.

The Best Part? You Actually Did The Thing!

Listen, we all know how these challenges usually go. Day 1: Full enthusiasm! Day 4: "I'll catch up on the weekend." Day 7: crickets.

But not this crew! You committed and delivered like the brand-building bosses you are. Every. Single. Day.

Things I'm Stealing From You (Because They're Brilliant)

Truth: I created this challenge to help YOU, but ended up learning just as much:

• Authenticity over perfection. The posts that got the most engagement? The ones where you ditched the corporate speak and got REAL. I'm still thinking about how @peri.rhiannon shared her journey as a 12-time marathoner and CEO who wasn't expected to live past age 7. That kind of storytelling? Goes straight to the heart.

• Relatability is magnetic. When you show up as your full self, people see themselves in you. That’s where real connection happens. I saw this in the comments on @the.wardrobe.staple’s post about leaving a long career in accounting to pursue styling. One person wrote:

  “Fellow accountant—18 years into my career and my batteries are drained. Looking to find my next chapter—non-corporate.”

  That “me too” moment? That’s the magic. It reminds people they’re not alone—and that’s what turns content into community.

• Community amplifies everything. You didn’t just post and ghost—you showed up, supported each other, and built real connections. You created a feedback loop that made everyone better. Take @thecandycoach, for example. She got vulnerable, opening up about the challenges of being a small business owner and a mom to a toddler. Her comments section lit up with support and encouragement. THIS is what personal branding looks like in the wild. Not just content—connection.

So... What Now?

The structured challenge is over, but your personal brand journey? It's just getting good. Here's what's happening:

• Reflect on what worked: Which prompt or style of content felt most natural to you? Lean INTO that! Or maybe you're itching to experiment with different formats? Keep trying new things and maintain a folder of content that speaks to you – this becomes your personal inspiration goldmine. Next time you sit down to create, you won’t be stuck staring at a blank page—you’ll have a ready-made library of ideas to pull from and get started fast.

• Reminder - Grab the worksheet: If you haven't already snagged my personal branding worksheet, make sure to grab it here! It'll help you define and refine the persona you want to share with the world – perfect for continuing the momentum we've built!

• Share your victory lap: This week's final prompt is simple – what are your THREE biggest takeaways? Record a quick video, post it, tag me and #SweetSpotChallenge and let's celebrate your wins! I’m posting mine tomorrow. So, if you don’t already, follow me on Instagram or LinkedIn (or both!) to stay in the loop.

The Bottom Line

Building your personal brand isn't about becoming internet famous or crafting some fake persona. It's about getting crystal clear on who you actually are and what value you offer – then communicating that consistently enough that opportunities start finding YOU.

Your brand isn't something you create once and frame on the wall. It's alive, it evolves, it gets sharper with every post, comment, and connection you make.

Here's the secret sauce: Consistency over time is EVERYTHING. The people who win at personal branding aren't necessarily the most talented or even the most interesting – they're the ones who show up consistently, week after week, month after month. Your 30-day challenge? That's just your warm-up. The real magic happens when you keep going when everyone else quits.

Keep going. The momentum you've built over these 30 days? Don't waste it. The best is yet to come.

Here's to making your mark—and keeping the momentum going.

XO,

candace

P.S. Hit me with those takeaways! Tag me so I can share a few!

P.P.S. Next week we'll be back to our regularly scheduled programming, but don't worry - the personal branding insights aren't going away. They'll just be woven into everything else we talk about!

Hi friends,

If you're just joining us—welcome to the Find Your Sweet Spot Challenge! Over the past few weeks, we’ve been diving into what it really takes to build a personal brand online in 2025—in a way that’s authentic, impactful, and sustainable.

Each week, I’ve been sharing prompts designed to help you step into your personal brand with confidence:

✅ Week 1: Introduce yourself—share your founder story through video
✅ Week 2: Share behind the scenes of a day in your life

Now, for Week 3, we’re diving into a game-changing topic: vulnerability. Because here’s the truth—people don’t connect with perfection. They connect with realness.

And I learned that lesson the hard way.

The Power of "I Don’t Know"

For years, I thought success in business meant projecting an image of flawless competence. I believed customers and investors wanted to see someone who had it all figured out, who never stumbled, who could predict every market shift and nail every product launch.

I couldn't have been more wrong.

One of my first important personal appearances after launching Sprinkles was when Maria Shriver asked me to be on a panel at her Women's Conference. She was the First Lady of California at the time and was using her platform to support and inspire women. The event was a big deal, packed with famous women, and I was thrilled to be included

Our panel presented to a packed room for forty-five minutes and then it was time for Q&A. After a few audience members had asked their questions, a woman stood up and began asking a question that was so long and incomprehensible that I actually started to tune out. There was no way it was a question for me. For one thing, the woman had used some jargon that I had never heard before. Beyond that, I was sitting among women with much more impressive resumes—including Danica Patrick, a professional race car driver!

The sound of my name broke through my daze and suddenly, every eyeball in that room was staring at me, awaiting an answer.

I went from basking in the glow of a panel well done to burning with embarrassment. I tried to muddle my way through an answer to a question I hadn't understood or even fully heard.

I thought, Who was I to be an authority on a panel when I couldn't even understand the business terminology that people were using? I could have steered clear of public appearances after that deer-in-headlights moment. I certainly wanted to.

Instead, I realized a valuable lesson that has served me well for countless podcasts, firesides, and personal appearances since then: the power of honesty. "I don't know," "I'm not sure I understand," and "I haven't thought about that. Let me get back to you" are perfectly acceptable responses.

Sure, it feels vulnerable to admit to not having all the answers, but it doesn't mean you're a fraud. It simply means you're human. I could have just owned up to not understanding that audience member's question. What shows the world you're a pro isn't having all the answers—it's how gracefully you handle not having them.

This lesson has become increasingly important as I've grown my businesses. When you're willing to be vulnerable and honest about what you know and don't know, people trust you more, not less.

This Week's Challenge: Share Your Lessons Learned

For Week 3 of the #SweetSpotChallenge, I want you to open up to your audience with something you normally wouldn’t share on social media!

This isn't about airing your dirty laundry or trauma-dumping. It's about thoughtful vulnerability that shows your wisdom, resilience, and growth. Think of it as letting people into your journey, not just your highlight reel.

Why This Works

Vulnerability in business creates connection in three powerful ways:

1. It builds trust: When you share what didn't work, people trust you more when you talk about what does.

2. It shows resilience: Overcoming challenges demonstrates intelligence and determination far more than pretending you never face any.

3. It creates community: When you open up about your journey—bumps and all—you give others permission to do the same.

How to Share Your Behind-the-Scenes

The most powerful content doesn't come from pretending we have it all together. It comes from showing the reality behind the curated image. Your challenge this week is to share a side of your life or career that rarely makes it to social media. This could be:

📸 A carousel post featuring the reality behind the scenes—your messy office, unfinished projects, or the not-so-glamorous moments of your day.

🎥 A video where you pull back the curtain on something that scares you—whether it’s a big risk, an upcoming launch, or a personal hurdle you’re working through.

📖 A LinkedIn article reflecting on the challenges you’ve faced, the lessons they’ve taught you, and how they’ve shaped your journey.

📲 A series of Instagram Stories sharing a challenge or setback you’ve overcome (or are still navigating) and what it’s teaching you in real-time.

Remember: The goal isn’t to air your struggles—it’s to offer an authentic, thoughtful look at the realities of your journey and how they’re shaping your growth. Use #SweetSpotChallenge so we can find and support your post!

If you're feeling stuck, start here:

🔍 What’s a mistake that turned into a valuable lesson—but one you’ve never shared before?

⚡ What’s a failure or setback that shaped your journey in unexpected ways? Something people might not realize played a pivotal role in your success?

🤔 What challenge are you currently navigating behind the scenes? How is it pushing you to grow?

💡 What vulnerability or insecurity have you learned to embrace—and, in doing so, turned into a hidden strength?

Need Some Inspiration?

This week, I’m sharing the real reasons I sold my first company, Sprinkles—a story I’ve never directly shared on Instagram or LinkedIn before. Funny enough, many people don’t even realize I sold it… I still get customer service DMs to this day!

Vulnerability isn’t about oversharing—it’s about sharing with intention. It’s about showing up as your full self, not just the polished version. Because when you do, you create real trust, real connection, and real impact.

I can’t wait to see what you share—tag me and use #SweetSpotChallenge so I can cheer you on!

XO,
candace

P.S. Just joining us? It’s not too late! Jump in with this week’s prompt, and check out the previous challenges on my Instagram or LinkedIn.

In case you missed it, we're on a 4-week journey to build your personal brand through strategic, authentic content. Last week, I challenged you to create a video sharing your unique journey—what got you to where you are today as a founder, creator, or professional.

The goal wasn't perfection or drama, but authenticity—whether you're an expert in digital marketing, building the next CPG unicorn, curating a wellness community, or any other path that makes you uniquely YOU.

I've been absolutely blown away by your videos from Week 1!

My feed has been FILLED with your amazing stories! Each time I saw another #SweetSpotChallenge video roll across my feed it made my day.

Here are a couple of standouts that caught my attention:

Some of you even messaged me directly to share your experience:

I know many of you felt hesitant at first, but… doesn't it feel amazing now that you've taken the plunge? You've taken that crucial first step toward letting the world get to know the real you and what makes you truly special. The best part? Now that you've distilled your story, it's the gift that keeps on giving. You can share it again and again, tweaking the format each time. It's your classic origin story—one that only gets better with each retelling.

And to those of you still sitting on the sidelines, jump in—the water's warm. Take a peek at last week's incredible content and let yourself be inspired.

There is magic that happens when you show up as yourself in a digital world starving for realness.

Ready to take it deeper? Let's go!

Just Joining Us?

If you're new here, welcome! We're in Week 2 of our 4-week Personal Brand Building Challenge. Throughout March, I'm sharing a weekly prompt designed to help you step more confidently into your personal brand. Here's how to participate:

1. Create content based on the weekly prompt

2. Share it on your platform of choice

3. Use #SweetSpotChallenge so I can find and celebrate your work

4. Connect with other participants for support and inspiration

Whether you're just discovering us now or have been here since day one, you're exactly where you need to be!

Now, want to know the secret that's transforming ordinary content creators into unforgettable personal brands?

It's not fancy equipment. It's not picture-perfect aesthetics. It's not even expert knowledge (though that helps).

It's showing people what happens behind the curtain.

For Week 2 of the #SweetSpotChallenge, I invite you to show your audience the real moments behind your work.

When you share glimpses into your actual work life, three powerful things happen:

1. You build trust and credibility without having to "prove" yourself

2. You show the hard work, wins, and challenges behind your success

3. You make your journey relatable—because people connect with PEOPLE, not polished personas

Why "Day in the Life" Content Is Pure Gold

I'll let you in on a little secret: "day in the life" style content (and its cousin, the "get ready with me" video) consistently outperforms more polished, professional content across platforms.

Why? Because it mimics the experience of spending time with a friend. When someone follows along as you make your morning coffee, set up for a meeting, or troubleshoot a challenge in real-time, they develop that crucial "like and trust" factor that turns followers into fans and customers.

Honestly, even knowing that, I still struggle to create it! Remembering to film snippets throughout the day feels unnatural, and it definitely interrupts my flow. (Do I really want to set up my camera before I've had my coffee? Probably not, but here we are...)

And yet, every time I push through that resistance, I'm rewarded with content that creates genuine connection. Worth it? 100%.

Who Can Use Behind-the-Scenes Content?

This content type works for everyone. Coaches can film snippets of their coaching calls (with permission) or show how they prepare for sessions. Retail owners can take followers on a pre-opening store walkthrough or show the process of merchandising new inventory. Product-based founders could show how they set up at a tradeshow or brainstorm new marketing initiatives with their team. And don't forget the other more personal parts of your day—like your morning routine, power lunch, or all-important workout—that reveal the human behind the business.

As a restaurant owner, this week I'm pulling back the curtain on one of my favorite parts of the job - a menu tasting with Pizzana chef Daniele Uditi. My audience gets to watch our team debate flavor combinations, see our chef at work and see the behind the scenes of what specials make it onto the menu. And not to worry - I've sprinkled in a few personal moments too, from my morning hair diffusing routine to how I style those trending spring accessories before heading out the door.

Regardless of your industry, letting people see the human behind the work creates connection that no polished marketing can match.

Overcoming "But My Day Isn't Interesting Enough"

If you're thinking "my day isn't exciting enough" or "I don't know how to make good videos"—stop right there. The value isn't in production quality or having an Instagram-worthy life.

The magic happens when you share authentic glimpses into your world, however ordinary it might seem to you. An unfiltered, in-the-moment video shot on your phone will connect more deeply than the most polished content that lacks authenticity. Just imagine - a seemingly dull clip of you working on your laptop can be brought to life with a voiceover talking about the complex, game-changing project you're tackling.

All you need is your phone and the courage to press record.

I'd love to know—what part of creating "behind the scenes" content feels most challenging to you? Drop your thoughts in the comments!

Here's to creating content that connects…

XO,

candace

If you're new here, welcome. If you've been following my journey for years, you know I'm all about turning personal stories into powerful opportunities. That's why today I'm kicking off the Find Your Sweet Spot Challenge – a four-week journey that's part branding bootcamp, part personal exploration, and 100% about helping you become the hero of your own professional story.

Starting today, for the next month, we'll be taking steps to level-up your personal brand and find your unique space on social media. Whether you're a founder, creator, corporate rockstar, or someone dreaming of your next big move, this challenge is your invitation to step into the spotlight and own your narrative.

Think of this as your personal brand playbook – where we'll transform those experiences, pivots, and dreams into your standout professional identity. Ready to turn your journey into your greatest advantage? We're kicking things off with the most important prompt: share your story!

Let's dive in.

Think of your journey as a movie in the making. Back when I was standing behind the counter at Sprinkles, covered in flour and focused on perfecting each batch of cupcakes, I was in the opening scenes of my story. I never imagined my banking-to-baking plot twist would become such a powerful part of our brand.

While people came for the cupcakes, they stayed for the story. They connected with the leap of faith, the career pivot, the courage to pursue a passion despite all the naysayers saying "a cupcakes-only bakery will never work."

That story became my springboard. When I sold Sprinkles, I took something even more valuable than the business with me – I took my narrative, my personal brand, and an audience that was invested in my journey. That foundation has enabled every pivot since: becoming a TV personality, producer, NYT and WSJ bestselling author, founder again with Pizzana, and now a Guest Shark on Shark Tank.

The Truth About Your Story

Your story isn't just some fun fact about how you got started – it's your superpower. It's what makes you relatable, memorable, and uniquely positioned in your field. Every time I share my story – whether on stage, on Instagram, or in a casual conversation – I see deeper engagement, stronger connections, and more opportunities flowing my way. And the best part? I never have to "sell" myself – my story does it for me.

Proof in point: In the season premiere of Shark Tank season 15, I met Kristen Dunning of Gently Soap. Her story was more than just a pitch—it was a powerful testament to turning personal struggle into purpose. Kristen shared how she'd been bullied for her eczema, a painful experience that left her feeling vulnerable and different.

But here's where her story gets powerful: Those years of feeling different became her greatest asset. Instead of hiding from her skin challenges, Kristen weaponized her pain. Between late-night study sessions and dorm room experiments, she started crafting botanical soap formulations that eased eczema outbreaks and offered a joyful bathing experience. Her journey of turning adversity into opportunity was so compelling that I immediately opened my checkbook and invested in her company.

Her botanical soap wasn't just a product; it was proof that your biggest struggles can become your most innovative solutions. When a founder connects on an emotional level, magic happens. Case in point - Gently Soap caught the attention of Oprah Winfrey, making it onto her coveted Favorite Things list this year

A Story That Never Gets Old

Do you ever get tired of watching your favorite movie? No, because a timeless story resonates... timelessly. I'm still telling and retelling my story over and over again, in different ways and on different platforms. 20 years later, it's still capturing attention. Whether it's on Instagram, LinkedIn, or TikTok, my Sprinkles founder story continues to connect because the core elements of passion, perseverance, and believing in yourself despite the naysayers never go out of style.

This Week's Challenge

This week, your challenge is to create a video sharing YOUR journey. Whether you're a founder, creator, corporate professional, or just starting out, tell (or show) us what got you to where you are today.

This isn't about having the perfect narrative arc or the most dramatic transformation. It's about authenticity. Maybe you're passionate about sustainability and want to be known for advocating for conscious consumption. Perhaps you've developed expertise in digital marketing and want to help others navigate the ever-changing landscape. Or maybe you're building a community around wellness and mindfulness.

Remember: Everyone starts somewhere. Before Sprinkles became a global brand with over 200 million cupcakes sold, 20 stores, and 30 cupcake ATMs, it was just an idea that people said would never work. Before I became a "serial entrepreneur," I was an investment banker questioning if there was more to life than spreadsheets.

So now it's your turn. After hearing my story, and understanding how powerful personal narratives can be, I want to give you the tools to craft and share your own.

Challenge Details:

• Post your story video on Instagram

• Use #SweetSpotChallenge so I can find and reshare your content

• Follow along for weekly prompts and tips

• Engage with our community – there are lots of us in this together!

At this point, you may have downloaded my Personal Brand Worksheet. (If not, grab it here!). But if you need another way to frame your story, try this…

Who are you really - Hollywood edition:

• If your life was a movie, what would be your character's biggest challenge to overcome? Who or what is the antagonist in your story?

• What's the transformation you're fighting for?

• What's your character's superpower?

• What's the bigger mission you're on?

• Is there a message you want to shout from the rooftops?

Need more inspiration? I share my story all the time, in a variety of ways. Here and here on Instagram, and here on Linkedin. If you’ve seen other examples that you love, please link them in the comments below for the community to see.

But wait, I can already hear some of you protesting, "I'm not a professional videographer or content creator."

Same!

When I first started sharing my story online, I was terrified of looking unprofessional. My first videos were utterly cringeworthy and I was convinced everyone would judge me. But here's what I've learned: perfect is the enemy of done. These days, authenticity is in, and people crave real, unfiltered stories more than polished productions. You don't need a professional studio or years of editing experience (though a tripod, ring light and the CapCut editing app are helpful!) you just need the confidence to show up and share your journey.

I can't wait to see your stories come to life this week!

XO,

candace

Can we talk about something that used to make me incredibly uncomfortable? I spent years hiding behind the counter at Sprinkles, covered in flour and perfectly content to let my cupcakes do all the talking. After all, wasn't it about the product, not me?

First, a warm hello to all our new subscribers who found their way here after my Sweet Spot Challenge announcement on Instagram and LinkedIn! And to my longtime readers – thank you for being here for another chapter of this journey.

Here's the thing about hiding: it feels safe, but it holds you back. I learned this firsthand at Sprinkles. While I was busy trying to stay in the background (even as customers started calling me "Ms. Sprinkles"), something bigger was happening. The world wasn't just interested in my cupcakes – they were drawn to the story of a banker who traded spreadsheets for spatulas. And when I finally stepped out from behind that counter? Everything changed.

What I didn't realize then, but know for certain now, is that people don't just buy products – they connect with people. When I finally embraced being the face of Sprinkles, I wasn't just selling cupcakes anymore. I was sharing a story of reinvention that resonated far beyond our bakery walls.

That decision to build my personal brand alongside Sprinkles? It turned out to be my secret ingredient for what came next. When I eventually sold the company (in 2012), I took something invaluable with me – my story and the audience who believed in it. This foundation has allowed me pivot from founder to TV personality, producer, NYT and WSJ bestselling author, public speaker, business mentor, founder again with Pizzana, and even a Guest Shark on Shark Tank.

This is exactly why I'm launching the Find Your Sweet Spot Challenge. Whether you're a founder, creator, corporate professional, or job seeker, your personal brand isn't just some buzzword – it's your online reputation. It's what opens doors, creates opportunities, and builds genuine connections that last longer than any single venture.

Starting March 3rd, I'm hosting a 4-week challenge on Instagram and LinkedIn to help you step into the spotlight and build a personal brand that resonates. Each week, I will share a content prompt in this newsletter and we'll work together to help each other show up authentically online and create content that truly connects.

Let's be real – in 2025, your personal brand is your biggest asset. The most successful individuals aren't just showing up – they're leading conversations. And I want to help you do the same.

It's time for the online world to get to know you and what makes you uniquely special.

Who’s joining me? Comment below.

XO,

candace

P.S. Pro tip: Grab my Personal Brand Worksheet to unlock your personal brand strategy before we start.

If you haven't seen it (or it's been a while), here's the gist: nerdy outcast Ronald Miller wants to be part of the popular crowd, but instead of waiting to get noticed, he buys his way in by striking a deal with the most popular girl in school. The glow-up works—at least for a while—but eventually, he learns that status isn't something that gets handed to you.

When Ronald breaks out a dance he saw on public television - the African Anteater Ritual - at his high school prom, his peers are quick to mock him. The dance is erratic and bizarre, a far cry from the norm, yet he remains utterly committed to it. His confidence transforms ridicule into curiosity, and before long, the entire school is performing this strange dance right alongside him.

The lesson: You must create your own identity to get noticed.

This isn't just a throwback movie lesson—it's playing out in real life every day. A friend of mine recently told me she was concerned about her teenage daughter who was feeling left out. Her daughter had fallen into the social media trap—scrolling past parties she wasn't invited to, watching classmates hang out without her, each swipe adding to a growing sense of isolation. The advice from her therapist was straightforward: Throw your own party.

Simple? Yes. Game-changing? Absolutely. Because this isn't just about high school drama—it's about how we show up in life and business. Why sit there watching everyone else's highlight reel when you could be creating your own? Stop waiting for the invitation. Send one.

At Pizzana, we recently lived this same lesson. We've been around for eight years now (wild!), and for a long time, we were riding high on organic buzz. Media loved us, customers couldn't stop talking about us, and we barely had to lift a finger to keep the conversation going. Pretty sweet spot to be in—but here's the truth: we got comfortable. Too comfortable. And then we noticed the chatter starting to quiet down.

Don't get me wrong—our loyal customers were still showing up. But they weren't shouting about us anymore. They were steady, not loud. And let's be real: loyalty pays the bills, but buzz builds the future. We had to face facts: if we weren't doing anything worth talking about, why would anyone talk about us?

So we took that therapist’s andvice and decided to throw our own damn party—literally! We rolled up our sleeves and started filling our calendar with events that would get people excited again.

We launched 90s trivia nights in Silver Lake and set up chef collaborations in WeHo - both benefitting LA wildfire relief efforts. We gave people a reason to show up and show out. In fact, our upcoming chef collaboration between Pizzana chef Daniele Uditi and Apollonia Pizza Chef Justin De Leon was so popular it sold out instantly, forcing us to add a third seating (at 4:00pm!). And last night, while the Dallas Girl Gang was happy hour-ing together in Dallas I was co-hosting a female founder-funder dinner with Ruffin Mitchener of Brydge Club at our Marina Del Rey restaurant, generously sponsored by HSBC, Escalon, and DHL Piper.

We are creating moments worth talking about, and I can feel the energy shifting. People are buzzing about us - both in person and online. We're reclaiming our place—not just as a restaurant people love, but as a destination people are eager to talk about and share.

Here's the thing: when you're feeling sidelined—in business or life—you've got two choices: sit there waiting for someone to notice you, or stand up and make some noise.

Too many of us choose to wait. Wait to be discovered. Wait for that perfect opportunity. Wait for someone else to tell our story. But you know what? That perfect someone isn't going to magically appear in your living room, and neither is that perfect opportunity. To get people talking about you, you have to do something that gets people talking. It's that simple.

This was true with Sprinkles. Back in 2005, I did something that seemed crazy—I opened a bakery that only sold cupcakes. I was surrounded by naysayers: But it's never been done before. But we're in the low-carb era. But people in LA are too health-conscious for this. But, but, but…

While everyone was raising objections—"A cupcakes-only bakery? Who would do that?"—I was too busy creating an entirely new category to care. I was obsessed with building a luxury cupcake experience nobody had seen before. I was putting on my own party.

And you know what happened? People noticed. First our Beverly Hills neighbors couldn't stop talking about these cupcakes. Word spread to the entertainment agencies nearby (trust me, assistants know where all the good food is), and suddenly their high-profile clients were sending drivers to pick up dozens. Next thing we knew, Katie Holmes and Tom Cruise were stopping by, which got more people talking, which caught Oprah's attention. The buzz kept building on itself—more celebrities, more press, more lines around the block.

We weren't waiting to be invited to someone else's party; we were too busy creating our own celebration of what we believed in. And when the buzz started building, we had to keep feeding it. Keep innovating. Keep giving people something to talk about. (Hello, Cupcake ATM!)

That's the thing about buzz—it's not just about getting people talking. It's about being so passionate about what you're creating that others can't help but want to join your party.

If nobody's talking about you, ask yourself: what have you done lately that's worth talking about? If you're drawing a blank, that's your sign.

• Is your business feeling stale? Stop waiting for inspiration to strike. Host a workshop that teaches what you know. Launch that product line you've been sitting on. Create a pop-up experience that gets people excited. Partner with another brand in a way nobody expects. Give people a reason to remember why they loved you in the first place.

• Feeling invisible in your industry? Stop lurking in the shadows. Start that podcast you've been dreaming about. Write the blog post that says what everyone's thinking but no one's saying. Build your own table instead of begging for a seat at someone else's. Your perspective matters—but only if you share it.

• Life feeling stuck? Take that bold step. Book the trip. Start the class. Host the dinner party you keep putting off. Stop waiting for the perfect moment to reinvent yourself. The perfect moment is now.

Here's what I know for sure: Energy creates energy. Buzz builds buzz. And momentum? It starts with movement.

So next time you're feeling left out, ask yourself: am I waiting for the party, or am I planning one?

Throw your own party. Trust me—people will show up.

What's one way you can throw your own party this week? Leave a comment for our Sweet Success community below.

XO,

candace

But here's the thing: even if life had gone according to plan, most resolutions wouldn’t have lasted past January anyway. Why? Because we overload ourselves with self-improvement like it's an all-you-can-eat buffet. We pile our plates high with lofty goals - "Exercise daily, build a personal brand, double revenue, become a morning person, drink more water, drink less alcohol..." - until our motivation crumbles under the sheer weight of it all.

So for those of us taking a February do-over (raises hand), I want to share a different approach, inspired by one of my favorite books: "The ONE Thing" by Gary Keller. Its premise is deceptively simple yet transformative:

What's the ONE thing you can do, such that by doing it, everything else will be easier or unnecessary?

Wait. Go back and read that question one more time. This isn’t just about focus. It’s about finding the domino that, when tipped, sets in motion a series of positive changes—lightening your load and leading to lasting transformation.

Maybe your ONE thing is blocking out two hours every week for strategic long-term thinking before the world starts pulling you in a dozen different directions. Or perhaps it’s committing to a non-negotiable workout routine that gives you the energy and clarity to make better decisions all day. By identifying and focusing on the ONE thing that will have the greatest positive impact, you set off a chain reaction of improvement in all areas of your life—making it easier to stay committed and see real results.

Here’s where this lands especially hard for women: We’ve been taught that multitasking is our superpower—that doing it all makes us valuable. But this is the truth: multitasking doesn’t make us more effective; it keeps us stuck on the hamster wheel, spinning in place. When everything is equally important, nothing gets the attention it deserves. It’s not a strength; it’s a trap. And it’s the enemy of extraordinary results.

I used to thrive in chaos—always in motion, juggling endless to-do lists. Skipped lunches were victories, exhaustion a sign of success. But I’ve learned the hard way: motion isn’t progress. Without true focus, very little actually gets done. Old habits die hard, but these days I’m learning that working smarter beats working harder every time.

The One Thing principle isn’t just transformative in our personal lives—it’s a game-changer in business too. At Pizzana this month, instead of spreading ourselves thin across myriad marketing channels, we focused on ONE strategy: creating meaningful community experiences. By leaning into events that bring people together—like a special chef collaboration dinner and a ‘90s trivia night—we not only attracted local diners but also raised money for California wildfire relief. These events sparked news coverage, generated organic social content, fueled word-of-mouth, and, most importantly, gave people the real-life connection they’re craving right now. One strategic choice, countless powerful outcomes.

The magic of the ONE thing is its domino effect. Get the right focus, and momentum takes care of the rest. So if some of your resolutions have fallen by the wayside, don’t stress—this is your chance to reset with intention.

Instead of reviving a long list of abandoned goals, zero in on the ONE thing that will make the biggest difference. Choose something that aligns with your values, moves you closer to what truly matters, and makes you excited to get started. The right priority will create a ripple effect that transforms every part of your life.

Success isn't about doing it all. It's about doing what matters most. So let's make 2025 different - not another year of ambitious resolutions that fizzle by February, but the year you finally nail that one game-changing priority. Your future self will thank you!

XO,

candace

PS: Let me know - what’s your ONE thing going to be?